How Pharmaceutical Companies Can Harness Patient-Centric Technology

For years, the pharmaceutical industry has relied heavily on its relationships with healthcare professionals (HCPs) to drive sales. While this strategy has proven effective, the landscape is swiftly evolving. Today, patients are more informed and involved in their healthcare choices. Consequently, many HCPs now place greater importance on pharmaceutical companies that integrate patients within the continuum of care.

A recent survey of over 3,200 patients by the Boston Consulting Group revealed that more than 50% of HCPs are more likely to prescribe medications from companies they consider "more patient-centric." This finding underscores the growing importance for pharmaceutical companies to innovate and genuinely connect with the individuals who rely on their treatments. Let's take a closer look at this shift toward patient-centricity and how you can adapt your pharmaceutical organization's strategies accordingly.

The Power Of Being Patient-Centric

By prioritizing patient needs and preferences, companies can foster stronger relationships with healthcare providers and ultimately enhance patient outcomes. This commitment can yield numerous other benefits, including:

• Enhanced Trust, Loyalty And Satisfaction: In my experience, when patients feel their needs are prioritized, they are more likely to adhere to treatments, leading to better outcomes and increasing their overall satisfaction and trust. Satisfied patients are more likely to continue using a company's products and services, thereby increasing brand loyalty.

• Better Market Positioning: Companies that implement patient-centric strategies often enjoy a competitive advantage. By focusing on the patient experience, these companies can differentiate themselves in a crowded market, potentially increasing market share and profitability.

• Better Health Outcomes And Communication: Direct engagement can help pharmaceutical companies gather valuable feedback, which can be used to refine treatment protocols and improve health outcomes. I have also found that a patient-centric approach can foster more open and effective communication between patients, HCPs and pharmaceutical companies. Well-informed patients are more likely to follow their prescribed medication plans. This adherence can help ensure medications are being taken as prescribed, helping to reduce complications and enhance the effectiveness of treatments.

Using Patient-Centric Technology Solutions

At its core, patient-centricity is about including patients in the healthcare decision making and delivery process. It means genuinely understanding and prioritizing patients' needs, preferences and values at every stage of their healthcare journeys. This concept extends beyond merely selling products; it is also about ensuring your products significantly enhance patients' lives. But achieving this may sometimes require a move away from traditional patient engagement tactics.

While traditional patient engagement methods such as direct-to-consumer advertising and mailers can be effective for building awareness, I have found they often fall short of truly addressing patient-specific needs and concerns. To address this, consider adopting tech-powered tools that can enable you to have a more direct relationship with HCPs and the patients they serve. Here are a few innovative ways that pharmaceutical companies can leverage technology to enhance patient-centric care.

• Enhanced Patient Support Platforms
  Creating robust digital platforms to engage with patients directly can revolutionize how your company interacts with its end users. Consider offering services such as educational resources, medication reminders and wellness tips that cater to patients' needs through your platform. A good example is the Pfizer RxPathways program, which provides patients with personalized support and medication information, helping them manage their treatments more effectively.

• Telemedicine Integration
  The rise of telemedicine, particularly after the Covid-19 pandemic, offers pharmaceutical companies a significant opportunity to enhance access to medications and support. By integrating your services with telemedicine platforms, you can facilitate easier prescription and consultation processes for HCPs and patients. This integration can be achieved either through developing in-house telemedicine solutions or partnering with existing telemedicine providers.
  Take Eli Lilly, for example. In January, the company launchedthe company launched a platform enabling patients to access and fill prescriptions for their medications online, coinciding with the release of their new obesity treatment. Through LillyDirect, patients can select their specific condition—whether it's obesity, diabetes or migraines—and are directed to telehealth websites that can prescribe Eli Lilly medications if they qualify.

• Data-Driven Personalized Medicine
  Advanced data analytics can help you understand patient needs on an individual basis. By leveraging big data, your company can tailor treatments and recommendations to each patient's unique genetic makeup, lifestyle and medical history. Roche's NAVIFY Tumor Board is a good example; this platform helps oncologists create personalized cancer treatment plans by integrating patient data, medical literature and clinical guidelines into a single platform.

• SMS-Powered Patient Engagement
  SMS messaging can be used as frictionless technology to educate patients about their conditions and treatments. Via SMS, you can use live reps and AI-driven chatbots to handle routine inquiries, provide instant support and guide patients through treatment plans. This type of platform can also collect feedback and data, which can be used to optimize patient care and refine your pharmaceutical products.
  While not a pharmaceutical company, an initiative by the Parkland Center for Clinical Innovation (PCCI) and Parkland Hospital in Dallas shows how effective SMS can be. They launched a text reminder program aimed at reducing preterm deliveries among at-risk pregnant patients. The text messages included various reminders, such as timely arrival for appointments, taking prenatal vitamins, proper seatbelt positioning and more. The results were impressive, showing a 20% reduction in preterm deliveries, an 8% increase in prenatal doctor visits and a 6% decrease in costs among the enrolled participants.

Final Thoughts

The potential advantages of patient-centric care are compelling, but for these initiatives to truly thrive, I believe pharmaceutical executives will need to place them at the forefront of their engagement strategies. By investing in innovative technologies that make patient-focused approaches scalable and efficient, pharmaceutical companies can enhance patient outcomes while building trust and credibility.

References:

1. https://www.forbes.com/councils/forbesbusinesscouncil/2024/09/13/how-pharmaceutical-companies-can-harness-patient-centric-technology/